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Entrepreneurial Marketing and Startup Development

Credits | Level | 38 Contact hours


(Optional) The Lean Startup, by Eric Ries; Disciplined Entrepreneurship: 24 Steps to a Successful Startup: 9781118692288: Aulet, Bill; Sprint: How to Solve Big Problems and Test New Ideas in Just Five Day, Knapp


Introduces students to the topic of entrepreneurship and startups, showing you fundamentals and techniques for starting up. In addition, it presents insights about the entrepreneurial journey from finding an idea, to gaining traction in the marketplace, to raising capital for your new venture.

This course explains how entrepreneurs run structured experiments to validate ideas and refine business strategy through hypotheses testing. You will dive deep into the numbers behind how entrepreneurs and their investors make financial decisions to create value and grow their operations. Students will meet real entrepreneurs, startups and accelerators to learn from practice and real cases.


1. What Is an Entrepreneur? What is entrepreneurship? New trends and facts.
2. Understanding entrepreneurship: tools to validate ideas (Aulet 24-steps, Lean startup, Design Sprint)
3. Understanding entrepreneurship in Accelerators: the new challenge.
4. Finance for entrepreneurship.
5. Preparing for doing business in Europe and Spain vs USA: real facts and cases.
6. Opportunity Recognition & Market Analysis
7. Minimum value product generation and hypotheses testing.
8. Marketing Plan & Sales.
9. Finance for start up’s.
10. Starting Your new venture: how?
11. Managing and scaling-up.
12. Analysis of real cases of Spanish and European accelerators, start up’s and entrepreneurs in the Valencian and Spanish ecosystem.


• Understand entrepreneurship and how start up’s work
• Discover the fundamentals of entrepreneurship
• Identifying opportunities
• Evaluate an idea and assess the market
• Explore the risks and rewards of entrepreneurship
• Leverage experiments to validate concepts and refine your business strategy
• Discover the key financial decisions entrepreneurs must make in the early stages of a startup
• Understand the process of raising capital and how to speak to investors
• Meet real entrepreneurs
• Analyze and assess real startups
• Get to know European accelerators and startup development programs.


Exam 1 - 100 Points - 25%
Exam 2 - 100 Points - 25%
Exam 3 - 100 Points - 25%
Assignment #1 - 20 Points - 5%
Assignment #2 - 20 Points - 5%
Assignment #3 - 20 Points - 5%
Assignment #4 - 40 Points - 10%

There will be three sectional multiple-choice exams (and no comprehensive final). The exams will be online through Poliformat, but held in-person. Exams will include materials covered in the textbook and in-class lectures. The exams are NOT cumulative. So, you will only be responsible for the topics covered since the previous exam. There will be an exam review class before each exam.

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